News

El Pollo Loco reviewing advertising plan

November 17, 2010

El Pollo Loco Inc. has tapped SelectResources International to conduct an advertising agency review that will include strategic marketing and communication needs for the chain.

The assignment will cover merchandising, local marketing efforts and English- and Spanish-language broadcast and digital campaigns.

Also participating in the review will be El Pollo Loco's incumbent AORs, Krueger Communications and cruz/kravetz:IDEAS.

The review's anticipated completion is during the first quarter 2011. The focus will be on agencies with Southern California locations, as El Pollo Loco is headquartered in Costa Mesa, Calif.

"We are looking to partner with a single advertising agency in a strategic, total market approach that effectively captures and integrates all aspects of brand communication," said Mark Hardison, vice president of marketing for El Pollo Loco.

The company's budget is $15-20 million, encompassing both general market and Hispanic media.

The announcement of this review comes shortly after leadership changes at El Pollo Loco and dismal first and second quarter 2010 results.

El Pollo Loco's partnership with ID Media for its direct response media services is not under review with this effort.

SelectResources International, headquartered in Santa Monica, Calif., is a consulting firm specializing in agency search and relationship management.